How Advertising Works

How Advertising Works

The Role of Research

Book - 1998
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John Philip Jones, bestselling author of What′s in a Name? and When Ads Work , has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume.

Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.

Publisher: Thousand Oaks, Calif. : Sage Publications, c1998
ISBN: 9780761912408
Characteristics: 358 p. : ill. ; 24 cm
Additional Contributors: Jones, John Philip


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